CHLD房地产公司地产品牌建设研究

发布时间：2018-05-08 13:24

本文选题：CHLD房地产公司 + 品牌建设　；参考：《西北农林科技大学》2014年硕士论文

【摘要】：在过去的三十多年间，我国经济取得了举世瞩目的成就，房地产产业也取得了极大的发展，特别在区域经济发展、城镇建设速度、城镇化建设的推动下，我国房地产产业取得巨大发展，在推动区域经济发展中扮演着越来越重要的角色。但是，由于国内经济发展结构转型、市场供需关系、新技术风险等的广泛存在，房地产企业发展受到很大限制，因此树立房地产公司品牌在各大地产企业中重视程度越来越高。品牌逐渐成为部分房地产企业获取市场竞争优势，参与国际竞争的重要手段。然而部分房地产企业还未真正建立起属于自身特有的品牌，在产品日趋同质化、产品成熟度越来越高的背景下如何实现品牌的树立对于实现房地产企业的发展具有重要的意义。 CHLD房地产公司是成立于2000年，位于SZ工业园区，是一家集地产、酒店、金融为一体的大型房地产集团企业。在其发展过程中同样面临宣传费用急剧上涨、市场竞争越来越激烈的问题，因此如何树立特有的品牌就显得至关重要。本文运用理论研究和案例实证研究、定性研究与定量研究的方法对CHLD房地产公司品牌树立现状及品牌营销方法等进行了系统研究，运用顾客价值理论及品牌营销理论的前沿研究成果，结合CHLD房地产公司实际情况对其品牌定位、形象设计、品牌营销、品牌价值等方面进行相对全面的阐述。与此同时，本文对CHLD房地产公司品牌建设的宏观环境，如政策环境、经济环境、社会环境、市场环境；微观环境，如品牌标志现状、财务状况、产品营销、产品定价等方面的内容进行深入剖析。在此基础上对CHLD房地产公司品牌建设中面临的困境进行分析，结合品牌建设现状提出了品牌定位、市场定位、渠道融合营销的提升CHLD房地产公司品牌价值的策略，，以此推动CHLD房地产公司实现可持续发展。本文研究指出当前房地产企业通过建设品牌实现市场竞争优势获取将成为实现其可持续发展的关键策略，是否能在新一轮竞争中建立个性化、差异化的品牌将成为其发展目标实现的根本保障。特别在房地产市场调控力度加大、市场需求不断压缩的情况下，品牌竞争就成为CHLD房地产公司实现市场竞争优势获取的关键。本文提出了树立CHLD房地产公司品牌的建议不仅对该公司获取市场份额，提升市场竞争优势具有一定借鉴意义。同时还对其他房地产企业的品牌建设提供可行性借鉴。
[Abstract]:In the past 30 years or so, China's economy has made remarkable achievements, and the real estate industry has also made great progress, especially under the impetus of the development of regional economy, the speed of urban construction, and the construction of urbanization. China's real estate industry has made great progress and plays a more and more important role in promoting regional economic development. However, due to the structural transformation of domestic economic development, market supply and demand relationship, new technology risks and so on, the development of real estate enterprises is greatly restricted, so the establishment of real estate company brand in the various real estate enterprises pay more and more attention. Brand has gradually become an important means for some real estate enterprises to gain market competitive advantage and participate in international competition. However, some real estate enterprises have not really established their own unique brand, in the context of product homogenization and product maturity, how to establish the brand is of great significance for the development of real estate enterprises. CHLD Real Estate Co., Ltd. was founded in 2000, located in SZ Industrial Park, is a real estate, hotel and finance as one of the large real estate group enterprises. In the process of its development, it also faces the problem of sharp increase in publicity costs and increasingly fierce market competition, so how to set up a unique brand is very important. In this paper, the author makes a systematic study on the current situation of CHLD real estate company brand building and brand marketing methods by using theoretical research and case study, qualitative research and quantitative research. Based on the advanced research results of customer value theory and brand marketing theory, combined with the actual situation of CHLD real estate company, this paper expounds the brand positioning, image design, brand marketing, brand value and so on. At the same time, this paper discusses the macro environment of CHLD real estate company brand construction, such as policy environment, economic environment, social environment, market environment, micro environment, such as brand logo status, financial situation, product marketing, Product pricing and other aspects of in-depth analysis. On this basis, this paper analyzes the dilemma faced by CHLD real estate company in brand construction, and puts forward the strategy of brand positioning, market positioning and channel integration marketing to promote the brand value of CHLD real estate company. In order to promote the CHLD real estate company to achieve sustainable development. This paper points out that the acquisition of market competitive advantage by building brand will become the key strategy to realize the sustainable development of real estate enterprises, and whether they can establish individuation in the new round of competition. The differentiated brand will be the fundamental guarantee for the realization of its development goals. Especially when the real estate market regulation and control is intensified and the market demand is constantly compressed, brand competition becomes the key for CHLD real estate companies to achieve the market competitive advantage. This paper puts forward the suggestion of establishing the brand of CHLD real estate company not only for the company to gain market share and promote the market competitive advantage but also for reference. At the same time to other real estate enterprises to provide a feasible reference for brand building.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F273.2

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